Procter & Gamble learns to let go: crowdsourcing and co-creation at the world's biggest marketer
Geoffrey Precourt Warc
Procter & Gamble, the 800-pound gorilla of the marketing industry, had a modest presence at the 2011 4A's annual Transformation conference, with Charles Chappell, Associate Marketing Director/Global Beauty & Grooming/Digital, featured on a crowdsourcing panel.
With digital responsibility for a list of brands as rich and diverse as Gillette, Old Spice, Hugo Boss, Clairol and Pantene, Chappell (pictured) said he was acutely aware of the people who have the most powerful impact on product performance.
"What we're beginning to...